How do you promote a Snapchat filter?

The company I work for will have a Snapchat filter, and it will also be our first campaign on Snap. We never had a Snap account before this campaign, and the account will probably be dead after the campaign.

The filter is pretty cool, but given that we don’t have a Snap presence, it will be hard for people to discover it. We have a decent Insta following and would like to promote the filter and encourage people to repost the Snap content to Insta. However, it feels unnatural to direct people from Insta to Snap and back to Insta.

Does anyone have experience with Snap campaigns? I’d appreciate any insight as I’ve never done a campaign like this before.